Strategy and Implementation Summary

Our strategy is simple, we intend to succeed by giving people a combination of excellent and interesting food in an environment that appeals to a wide and varied group of successful people. We will focus on maintaining quality and establishing a strong identity in our community. Our main focus in marketing will be to increase customer awareness in the surrounding communities. We will direct all of our tactics and programs toward the goal of explaining who we are and what we do. We will keep our standards high and execute the concept so that word-of-mouth will be our main marketing force. 

We will create an appealing and entertaining environment with unbeatable quality at an exceptional price. An exciting and friendly restaurant, we will be the talk of the town. Therefore, the execution of our concept is the most critical element of our plan. All menu items are moderately priced for the area. While we are not striving to be the lowest-priced restaurant, we are aiming to be the value leader.

Competitive Edge

Our competitive edge is the menu, the chef, the environment, the management, the service and our friendly place! We will have an international menu and our food will be made with the freshest ingredients and produce available. The chef has an excellent taste for what fine dining is and requires. Our environment is elegant and comfortable and our decor is warm and relaxing. Great service is very important to us. The management and servers will handle every detail to make customer's special evening even more special! All this and our great atmosphere will make customers want to come back again and again!

Main Competitors

Our biggest competition in the town next to MUMBAI CITY, called THANE & NEW MUMBAI which has a large selection of restaurants. Currently, many people who live in MUMBAI drive seven miles to THANE to dine out. With the redevelopment in MUMBAI and with POP N DINE Restaurant, we will convince these people to stay in MUMBAI and eat at our restaurant.

There are FEW restaurants in MUMBAI that are similar to POP N DINE. These are also few popular restaurant places in MUMBAI. Each of these restaurants will be important to us. We feel the clientele they have is the class of clientele that POP N DINE will appeal to.

Everyone that sells prepared meals is our competition though because we all compete for the same home meal replacement Rupee. However, there are two segments of the restaurant industry that are our main competition: the casual dining restaurant concept and the fine dining value restaurant. If the value of the food and price and service is better at a fine dining restaurant than a casual restaurant, where will is a customer more likely to go?

The key is to deliver the best food at the best price with the highest level of service. This is the very definition of value. This concept is at the heart of POP N DINE .

Marketing Strategy

The total population in Mumbai City is 20.5 milion.

50% between 25-55 years old. That is the age group that dines out two to three times a week and spends an average 10,000 a month on food and drinks.

There are 
20,51,000 households in mumbai city and an average 2.7 persons per household. The median family income in Mumbai City averages, Rs.2,50,000/year. There are more then 95,000 registered businesses in mumbai with more then 10 lacks employees. 

We mention that there are over more than an 20.5 milion people and most of them live within 30 kms. of mumbai. We will be serving some authentic indian cuisine .

Our primary customer base is from in an around mumbai city

Marketing Program

We will employ three different marketing tactics to increase customer awareness of POP N DINE Restaurant. Our most important tactic will be word-of-mouth/in-store marketing. This will be by far the cheapest and most effective of our marketing programs. Word-of-mouth/In-store Marketing

  •  V.I.P. Party - We will host a V.I.P. Dinner before the 'Grand Opening.' This will serve the dual purpose of training our staff and introducing ourselves to the community. The list of individuals we will invite comes from the Chamber of Commerce.
  • Grand Opening celebration.
  • "Restaurant Night" -  Every Monday night we will have a special evening for restaurant people. A perfect night for the local area's restaurant owners and staff to get together on a night off!
  • Valentine's Day.
  • Easter dinner.
  • Wine tasting dinner.
  • New Years Eve party.
  • Special ethnic food nights.
  • Memorial Day.

Local Store Marketing

  • Make a brochure for the large hotels and popular bed & breakfast establishments in town to provide to their guests, containing interior pictures of our restaurant, menus and prices.
  • There are several nursing homes in the city of MUMBAI. We will approach them to sponsor meals for the elderly. This will offer us higher visibility to a group that may not be as mobile and we'll be contributing to the community in a material way. Word-of-mouth referral is very powerful and particularly amongst the elderly to both their peers and their extended families.

Local Media

  • Newspaper campaign - Placing several large ads throughout the month to deliver our concept to local area.
  • Direct mail piece - Containing interior pictures of our restaurant, our menu, "Theme Nights," catering and an explanation of our concept.
  • Website
  • Target marketing to businesses for regular business lunch and dinner entertaining.

Sales Strategy

Our sales plan is to establish and maintain position with our local customers. The strategy is to build more customers in order to increase revenue. Sales in our business is client service. It is repeat business. We will focus on making all our customers happy with our food, service and entertainment options.

Our strategy in the restaurant is to have an experienced staff that know the food, wine and liquor. We will train every new employee so they will fit in with POP N DINE concept, which is "Wonderful food, reasonably-priced wine and knowledgeable service in an outstanding atmosphere."